Crispin Is Going Online Fishing

Miami Shop Nets $8-10 Mil. Advertising Account of
ATLANTA–Crispin Porter & Bogusky has landed the account of fishing Web site
There was no review for the $8-10 million account.
“I’ve done stuff with them before, and independent of that, I keep up with advertising in general,” said client marketing director Bo Young, who worked with CP&B while at Checkers. “I needed stuff in a hurry and I trusted them. They do a very good job at targeting a specific market, no matter what market that is.”
In eight months, the venue has evolved into one of the Web’s top 1,000 sites for unique visitors.
Since launching in December 1999, has become the leading online site for fishing and third in the overall outdoor category, according to pcdataonline’s yardstick. The week of July 10 saw the venue have 270,000 unique visits.
In late May, received its second round of financing. That and its affiliations with Mercury outboard motors, Ranger boats and other “blue-chip brands” made the deal attractive, said CP&B vice president and director of account services, Jeff Steinhour.
“We have had some concerns in the past, like everybody has with the dot-coms,” Steinhour admitted. “The evaporation effect, where money dries up, goes away. We don’t have that here. We can’t predict the future better than anybody else, but this is already the number one fishing destination for a Web site.”
Miami’s CP&B breaks eAngler’s first broadcast ad on ESPN’s Great Outdoor Games on July 27. The site’s primary demo is men, 25-54.
The rough-looking execution uses documentary footage of fishermen trying to reel in a massive blue marlin, interspersed with white-on-black copy. “Blue marlin: 400 pounds,” states the copy as three anglers reel in the fish. “Fisherman: 170 pounds,” it reads as they haul it onto the boat.
Once aboard, the fish struggles wildly, whacking one of the men and sending him flying. “You need all the help you can get,” copy concludes. As the logo and Web address appear, one fisherman, in an angry voiceover, orders, “Get that fish off of my [beep] boat!”
Young said he expected the ad, which is also playing online, to become a “‘viral marketing sensation. People are going to see this and forward it to their friends.”
Production credits go to creative director Alex Bogusky, copywriter Scott Linnen and art director Tony Calcao.